TABLE 2.

Brand love can be nurtured and maintained.

Brand love	Actions to nurture and maintain it
Connection	(1) Ensure that the values, goals, interests, etc. of the brand are similar or congruent to those of its customer base.
	(2) Ensure that customers are aware of its products and familiar with all new developments.
	(3) Ensure that customers use the brand as frequently as possible.
Attraction	Brand or product quality, value, aesthetic, innovativeness, etc. must be prioritized.
Respect	(1) Treats customers with the highest regard. (2) Ensure that its conduct and services take into consideration the concerns and interests of its customer base and address them. (3) Ensure that its products and services remain innovative and admirable.
Trust	Ensure that brand products and services, as well as conduct or actions, promotes and strengthens customers’ faith and confidence in the brand.